Young farmer leaves Icelandic Horticultural Association to sell produce directly to retailers in Flúðir

A young farmer in Flúðir has left the Icelandic Horticultural Association to sell produce directly to low-cost supermarkets and local shops, enabling her to increase profits while offering more competitive prices to consumers. Halla Sif Svansdóttir Hölludóttir has found success in this model through partnerships with Krónan and other local retailers.

Having started her farming venture three years ago, Halla now cultivates the well-known Sólskins vegetables, including tomatoes, cucumbers, cauliflower, kale, and zucchini. Transitioning to direct sales has presented challenges, but she reports overall progress has surpassed expectations.

Operating her own vehicle, Halla’s business is now streamlined enough for regular trips to Reykjavik. She has also employed office staff to manage logistics, facilitating the growing demand for her produce. Since partnering directly with Krónan, she has notably increased her tomato production.

What’s the impact for consumers? Halla suggests that this approach has helped her avoid raising prices, despite current market conditions. Her vegetables are available not only through Krónan but also at various budget-friendly stores in Flúðir, providing local consumers access to fresh produce without the burden of increased prices.

This direct-to-retail model reflects a shift among farmers, particularly those operating on a smaller scale, as they adapt to changing market dynamics and consumer demands.